Ogilvy & Mather New York recently unveiled a brand new promotional campaign for the upcoming NASCAR playoffs, which are known as the “Chase for the NASCAR Sprint Cup.” The Sprint Cup, which is being brought to the masses via ESPN, sees 16 drivers racing for the title of “Fastest driver on earth,” and is being promoted by a campaign portraying the drivers as their own private nations, pitting them against one another as if they were going into battle with their own armies of fans. The campaign is centred around five original TV spots, which will also be extending into social media. The campaign is a first of its kind collaboration between NASCAR and ESPN, and is the biggest and most integrated in the sport's history. It's been designed to underscore the drama and excitement of NASCAR's premier series' new 10-race playoff format unveiled earlier this year. Working with one agency, NASCAR and ESPN hope to achieve a singular vision and narrative that will extend from the track to the race broadcast.
The campaign is centred around five original TV spots, which will also be extending into social media
Brent Dewar, chief operating officer at NASCAR, said they made a “Bold decision at the beginning of the season” to make the cup “All about winning,” and now that they are just weeks away from the event (which takes place on the 14th of September at the Chicagoland Speedway), they have been “Working closely with ESPN, to make sure the campaign reflects just how important this moment is for the sport." An important moment indeed, and one which hopes to net the sport a fair amount of new fans. Scott Parker, vice president of marketing at ESPN, believes that “The campaign celebrates this bold and transformational moment in NASCAR's history, taking fans along for the ride and accentuating the drama and intensity of the new elimination format as each round unfolds."
Hype – 2014 Chase for the NASCAR Sprint Cup
The campaign made its initial steps with the an online 'educational' video called “Spreading the Word,” which features NASCAR drivers Jimmie Johnson, Carl Edwards, Kurt Busch and Kyle Busch educating fans about the new Chase format in person and online. The most recent spot to be unveiled, however, is titled “Hype” and can be seen above. This spot follows the teams, drivers and fans from every corner of NASCAR as they gear up for The Chase. These two spots will be supplemented by a series of additional 30-second spots, which will air throughout NASCAR's postseason on ESPN and ABC, and include the voices of Marty Smith, Allen Bestwick, Nicole Briscoe, Ryen Russillo, Jamie Little, Barney Hall, Scott Van Pelt, Mike Greenberg, Brad Daugherty and Rusty Wallace.
The campaign is the latest effort by the sport to draw back US attendance and viewership, which has been sliding ever since popularity peaked in the mid-2000s
In an effort to integrate social media into the campaign, fans will also be able to use the #MyChaseNation hashtag to pledge their loyalty to their favourite driver (or 'nation'). The campaign will also include at-track signage as well as print and digital promotional assets. Tying the concept together are unique flags which will be woven into all elements of the campaign, with each flag representing each Chase driver and their nation. The campaign is the latest effort by the sport to draw back US attendance and viewership, which has been sliding ever since popularity peaked in the mid-2000s. Ogilvy & Mather New York president Adam Tucker is optimistic, and feels the the campaign will not only “Stoke the passion” of enthusiasts, but draw in younger fans.
Official Ogilvy & Mather Website
Benjamin Hiorns is a freelance writer and musician from the UK who believes NASCAR is about as entertaining as watching
